A globally recognized nonprofit partnered with Ventura Growth to activate programmatic advertising through The Trade Desk. Their goal: assess how exposure to programmatic ads influenced donation behavior across other digital touch points like email, search, and affiliate marketing. This initiative was one of the first to utilize The Trade Desk’s Cross-Platform Conversion Rate (CPCR) Report—designed to quantify programmatic’s influence on downstream conversions across the marketing funnel.
Challenge
The nonprofit aimed to:
- Understand how programmatic ads impact conversions on other digital channels.
- Move beyond last-click attribution and surface hidden value.
- Optimize their media mix to drive more donations at lower costs.
Solution
Ventura Growth implemented a cross-channel measurement strategy powered by The Trade Desk’s CPCR Report. The solution included:
- Programmatic Activation: Served high-impact ads across premium inventory using The Trade Desk.
- Cross-Channel Tracking: Measured how users engaged with search, email, and affiliate marketing post-programmatic exposure.
- Conversion Analysis: Compared conversion rates between exposed and unexposed audiences across all channels.
Results
-
+450% Lift in Affiliate Conversions
Donors who saw a programmatic ad before clicking an affiliate link converted 4.5x more than those without exposure.
-
+80% Higher Conversion via Search
Users exposed to a programmatic ad were significantly more likely to complete a donation after engaging with a paid search ad.
-
Broad-Based Channel Lift
Consistent increases in engagement and conversions observed across email, social, and search campaigns.
Conclusion
This case demonstrates what The Trade Desk’s CPCR Report uncovers:
- Programmatic doesn’t just drive awareness—it influences performance across the entire marketing ecosystem.
- By layering programmatic into their digital strategy, the nonprofit saw measurable cross-channel impact—and turned more prospects into donors.
Want to learn how programmatic can drive results for your organization?
Contact Ventura Growth at info@venturagrowth.com
